Medibank targets families with ‘Everything in between’ campaign

Medibank has launched a campaign aimed at families that introduces the new tagline, ‘Everything in between’.

The agency behind the campaign was Whybin\TBWA Group Melbourne, which won the account in June.

Chris Carroll, GM of marketing at Mediabank, commented: “This new campaign is more than just an advertising idea, it marks a new phase in Medibank’s journey toward being a health partner. The campaign developed by Whybin\TBWA sees the full integration of the brand across all of our communications, enabling the Medibank brand to speak with one voice to all of our members’ and people who are making the decision to purchase health insurance.”

Mark Watkin, MD of Whybin\TBWA Group Melbourne added: “We’re happy to see this first phase of the activity for Medibank, it creates a new platform across all areas of their business. We look forward to next iterations.”

These ads feel like they began life as a beautiful and emotive set of ideas that became bastardised and watered down through stake-holder engagement – the end result being kind of flowery and flat. Good effort for a first round with a notoriously conservative and reactionary client though.